Etc.

June 27, 2008

Yes, the economy has cooled. Ah, but the Economist is hot

Although Reader's Digest remains a perennial circulation powerhouse (with more than 10 million paid subscribers), the magazine that tops Adweek's Hot List for 2008 is the Economist, even though its US circulation is less than 1/10th as large. Of course, the ratings aren't based on subscriptions alone. They also consider gains in advertising revenue, performance within the magazine's competitive category, and the opinions of media buyers, consultants, and Adweek's own editorial panel. The Economist is something of an oddity: a serious, understated newsweekly (it is not limited to economics) that's on the rise at the same time as some of its American rivals are struggling. While edited and published in London, the Economist now has more readers in the US than anywhere else. The 10 hottest magazines, as ranked by Adweek: